Catching Up With...: Cleerline Technology Group
TI: What are you working on for the commercial integrator community, near- and far term?
D’Addario: From a long-term product development or business development standpoint, we really limit the differentiation of commercial and residential installers, especially when working with fiber. Probably the biggest area in the short term for commercial companies is ensuring that we have capabilities to meet all of the different cable form factors that are required. Residential is pretty simple comparatively, as commercial applications have different demands that we are constantly evaluating and working through with our products.
TI: What products are on the developmental drawing board specifically for CEDIA Expo introduction that you can give our readers a sneak peek of – or, if the show isn’t a target for new-product introduction, what will be the focus of your exhibition there?
D’Addario: We have gotten away from developing products to focus on for tradeshows. If they line up, great; if not, it’s really not the end of the world. We use tradeshows to meet new customers and predominantly get face time with our existing customers. We are constantly looking for feedback, as that is the most important thing we get out of our interaction with our customers on a daily basis, and on the tradeshow floor. In terms of new products this year, we are focused on developing a new fiber tool. We are working to increase reliability, reduce the time and complexity, and reduce the overall cost of ownership. We have preliminary designs and will have patents filed prior to Expo so that we are able show the product in a prototype form and gain important feedback from our customers.
TI: What can you say about Cleerline’s dealer/integrator support policies that make you stand out from your competitors?
D’Addario: It’s easy to say the customer is always right; it’s harder to truly support your customer. We strive to be second to none in terms of supporting our customers; we go out of our way to make our customers feel important at every step of the relationship. Our true north is not just to have excellent customer service and support, but it is to build the ultimate customer experience. We want our customers to know, not by words located on a site, or in an ad, that we have their back, but rather through their day-to-day interaction with us, that they can depend on us in good and bad situations. One of the biggest differentiators we have is our own people. Rick [Sant] and Ryan [Prentice] are former Integrators and were probably some of the best in the industry for over 20 years. They know what it’s like to get a phone call on Thanksgiving morning, or the night before the Super Bowl. They have a deep understanding of what our dealers deal with on a daily basis. As a result, we make it a point that we are the toughest to please, as we are our own customers, and I believe that goes a long way in establishing credibility with the installation community.